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Social PR: When the brand becomes the publisher Lisa Buyer Social #PR Evangelist and #Yoga Girl The Buyer Group.

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Presentation on theme: "Social PR: When the brand becomes the publisher Lisa Buyer Social #PR Evangelist and #Yoga Girl The Buyer Group."— Presentation transcript:

1 Social PR: When the brand becomes the publisher Lisa Buyer Social #PR Evangelist and #Yoga Girl The Buyer Group

2 Publicist, Columnist, Social PR Evangelist Social #PR Chat Editor CEO of The Buyer Group, a Social #PR agency Search Engine Watch Columnist Clients include B2B, B2C, Public, and Private companies across a spectrum of industries. Frequent industry speaker and writer for various publications including ClickZ, SocialPRChat, and SearchEngineWatch.com. University of Florida (Go Gators!) graduate with a degree in Public Relations & Business Administration About Me

3 Agenda Social PR yesterday, today, the future How to optimize, publicize and socialize your brand's news How to curate related news, images and content Best habits of a highly effective Social Media/PR News Manager Best practices for creating a company online newsroom

4 How To Understand Social PR yesterday, today, the future

5 Yesterday’s Press Release – Took weeks or months for approval – Designed for the journalist only – Was mailed, (yes mailed) – Emailed = straight to junk email

6 Yesterday’s Press Release – Search engines were for geeks – Usually ended up in the trash or delete button – Hardly ever made it to the end user – Measured by clippings!

7 Today’s Press Release Can happen in 140 characters or less from anyone! Is social Is optimized Is visual (VSM) the next BIG thing

8 Today’s Social PR Is 24/7 without boundaries or limits More Social PR power and control than ever to push the news out and pull the world in Using a mix of online PR and social media strategies

9 Today’s Press Release Is measurable

10 Today’s PR Who are we writing for? – The journalist – Direct to audience – Search engines – Social media networks like Twitter, Facebook, LinkedIn, Pinterest, Instagram and Google +

11 Today’s Social Press Release What does it look like? – Optimized with keywords or #hashtags – Less is more – words, links – Images and video – PR Tweets in 120 characters or less – Facebook Posts 90 characters or less – LinkedIn status updates – 3 versions – paid, blog and newsroom version

12 Today’s Online Press Release What does it do? – Gets good search results (think editorial) – Gets Tweeted and even better: RT – Gets Liked on Facebook – Gets Pinned and +1 – Gets online media attention – Delivers qualified traffic to a website – Delivers qualified traffic to a blog

13 Today’s Online Press Release

14 How To Optimize, publicize, socialize and visualize your brand's news

15 The Opportunity

16 The Social Reporter

17 The media is search and social savvy

18 National Survey Finds: The Majority of Journalists Now Depend on Social Media for Story Ideas and Sources

19 89% of reporters/editors turn to blogs for story research

20 65% of journalists use social media sites such as Facebook and LinkedIn for story sources

21 The majority of journalists use microblogging services such as Twitter

22 100% of journalists use Google as a tool when working on stories Google is the top search engine for online research with all responding journalists using this tool. Wikipedia is second

23 Customers are search and social savvy

24 YOU must be search and social savvy

25 Optimized Press releases Blogs Video Images Posts Tweets Pins

26 Publicized Distribution Social Media Newsroom Muck rack HARO PitchEngine -

27 Socialized Company news travels in Tweets Posts Status Pins Images Blogs Instagram #hashtags

28 Visualized Visual Social Marketing = Visual Social Media -

29 Question: How many are reporting company news via a visual news feed such as Pinterest, Instrgram or Tumblr? -

30 How To

31 Curate related news, images and content

32 How To

33

34 Practice the best habits of a highly effective Social PR News Manager

35 Content Strategy http://ads.ak.facebook.com/ads/FacebookAds/FB_PagesGuide_MediaKit_0 51611.pdf Social PR Tip: Inspiring, newsworthy and trending news. Theme out your content by months and weeks. Have a consistent voice that matches your brand.

36 The 18 Minute Social PR Day Pick Your Social Media High Five Get the Right Things Done Social PR Tip: One of the secrets to thriving in Social PR is to look at doing fewer things better and pick the ones that matter most. http://searchenginewatch.com/article/2 116456/18-Minutes-a-Day-to-Social- Media-Time-Management

37 The Power of the Written Word Social PR Tip: Research shows that people who write down goals, share that information with a friend, and send weekly updates to that friend are 33 percent more successful in accomplishing goals than those who merely formulated goals.

38 Social Media @lisabuyer How To And Public Relations

39 @lisabuyer

40 Inside the organization Outside the organization Social sharing Private and public collaboration @lisabuyer

41 What can you do with this session Join our OMI Social PR session’s group Find our Power Points Supporting articles and resources Share stats on Facebook/Twitter/Email Collaborate with everyone Continue the conversation after the #OMI session @lisabuyer

42

43 The evolution of the pitch, press release and promotion. It’s time for change

44 Social PR How the brand is now the publisher!

45 Why? Pitched more than ever Require different resources & info Expected to produce more with less Short form valued over long form Journalists, bloggers and influencers are:

46 PR in Not a Process Social PR is Going real time Reporting direct from the brand Going mobile with your story Facebook post, tweet, pin or a pitch Creating brand evangelists Telling your story direct from your brand’s media

47 PR pros and agencies are no longer press release generators

48 Today’s Brand is the Publisher Story telling Reporting newsroom style Look at your brand’s social networks as individual publications Write like a reporter Become the industry source of news, not just the talking about your brand

49 HOW TO Examples

50 Facebook Make it your news even when it is not. Article appeared last week in the WSJ and included a mention of the Camera+ App.

51 Facebook Added her own editorial comment to the WSJ article Made it her own brand’s news 578 Likes 79 Shares 83 Comments

52 LinkedIn Share your news with your network and customize comment to your LinkedIN Groups.

53 LinkedIn Share your news with your network and customize comment to your LinkedIN Groups.

54 Pinterest Create themed boards reflecting categories in your business.

55 Pinterest Create themed boards reflecting categories in your business.

56 YouTube Create a playlist on YouTube to archive all media coverage

57 YouTube Create a playlist on YouTube to archive all media coverage

58 Google+ Images are everything – Be visual when you tell your story!

59 Newsrooms Write a press release or blog post and pull out 15-20 Tweets that link back to the press release

60 How To Incorporate the best practices for creating a company online newsroom

61 The Company Newsroom

62 The Company Online Newsroom A centralized news headquarters for all of your brand’s digital content, including news stories, photos, videos, financial and other organizational information.

63 Almost 100% percent Surveyed expect organizations small and large to: Have an online newsroom as part of the website available to the media. Provide access to news releases within their online newsroom. Find PR or media contact information readily available within an online newsroom. Offer the ability to search news archives within an online newsroom

64 Typical Newsroom Press Releases Media Coverage Company Fact sheet Images Company Bios White papers Awards

65 Today’s Online Newsroom Created for – Media, – Customers, – Prospects – Search engines – Optimized – Social media friendly

66 Online Newsroom Reviews – Go Live!

67 1.Report your company news like a reporter, optimize like an SEO 2.Think VSM for 2012/2013: Visual Social Marketing = Visual Social Media 3.If you are not in the news, make yourself part of the news – highjack a story or hashtag. 4.Collaborate and practice time saving Social PR efficiencies that focus on what works best 5.Evaluate your online newsroom, make it part of your Social PR content strategy 6.Don’t be afraid to #Fail! Try #new things Key Takeaways

68 Today’s PR Optimized Publicized Socialized

69 Questions?

70 Speaker:Lisa Buyer, President & CEO The Buyer Group Website:www.thebuyergroup.comwww.thebuyergroup.com Twitter:http://Twitter.com/lisabuyer or @lisabuyerhttp://Twitter.com/lisabuyer LinkedIn:http://www.linkedin.com/in/lisabuyerhttp://www.linkedin.com/in/lisabuyer Facebook: http://www.facebook.com/thebuyergrouphttp://www.facebook.com/thebuyergroup YouTube: http://www.youtube.com/lisabuyerhttp://www.youtube.com/lisabuyer Blog:http://socialprscoops.com/http://socialprscoops.com/

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